You’ve launched your site, worked with a designer you like to make it look the way you want, and hired an SEO expert to make sure that people will find it. Are you done? The answer of course is a big “no” since things are constantly changing out there and you need to keep up with those changes.
Your site might look great and perform great today, but tomorrow is another day. Every day businesses launch new websites and every one of those new sites has been able to take advantage of advances in design and updates in search functionality. Things can and do change quickly, so what’s your best strategy for keeping up? Think of your website as a living thing and treat it accordingly. It needs regular care and maintenance to thrive.
Optimization should be ongoing and considered a priority if you want people to be able to keep finding your business. Search engines change how they process all the information out there on a regular basis and if your site does not play by the current rules, it’s very easy for you to lose ground. Recent search engine algorithm changes have targeted links and content. Do you know what they are looking for and what they like, because that’s important. Other blogs here give more details about the ongoing algorithm changes so I won’t discuss those, but you need to know or work with someone who knows what these changes are and when they happen. The more quickly you can react to any changes, the better it is for your site.
Some situations where your site will definitely need new optimization work include redesigns, adding new content, the above mentioned algorithm changes or simple neglect. In fact, a site redesign dictates that you start the optimization process from scratch, even if you used some of your older content.
It’s also important to remember that optimization will not help you overnight. The search engines need some time to digest the changes and depending upon the extent of the work or the newness of the content, it can take longer. So how often should you optimize? The most effective sites make optimization a steady, routine practice.
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